Nutella — Vintage Ferrero Giandujot advertisement with mascot and children

Nutella

2008food memeclassic

Published September 10, 2026

Nutella is a hazelnut chocolate spread created by Italian company Ferrero in 1964 that became a beloved internet food icon, particularly associated with Tumblr's hipster culture in the early 2010s. The brand attracted devotion-level fandom online, spawning single-topic blogs and countless memes celebrating or joking about its addictive quality, while also making headlines for a 2011 false advertising lawsuit and viral footage of French shoppers rioting over discounted jars in 2018.

internet memes

Overview

Nutella memes typically center on exaggerated declarations of love for the chocolate hazelnut spread, often framing it as a life necessity or romantic partner substitute. The format ranges from simple image macros with captions about Nutella addiction to elaborate devotion posts treating the spread as sacred1. Tumblr users in particular adopted Nutella as a hipster signifier, with multiple single-topic blogs dedicated to the spread appearing between 2010 and 20122.

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The meme culture around Nutella plays on the genuinely obsessive attachment many people have to the product. Urban Dictionary entries describe it as "the best thing ever to exist" and "basically sex in a jar," capturing the hyperbolic tone common in Nutella appreciation posts3. This devotion sometimes crosses into absurdist territory, with users joking about eating entire jars in one sitting or comparing potential romantic partners unfavorably to Nutella.

Beyond static image content, Nutella became associated with viral video moments. The most notable was footage from January 2018 showing French shoppers fighting over discounted Nutella jars at Intermarché supermarkets, which spread internationally as a commentary on consumer behavior4.

Origin & Background

Platform
Tumblr
Date
2008

The product itself originated in post-World War II Italy when Pietro Ferrero stretched rationed chocolate supplies by adding hazelnuts. The first version, called Pasta Gianduja, launched in 1946 as a solid brick5. A spreadable version called Supercrema Gianduja followed in 1951, named after a carnival character from Turin's Commedia dell'Arte tradition6. The brand rebranded to Nutella in 1964 for European expansion, combining "nut" with the soft Italian suffix "ella"5.

Online discussion of Nutella appeared as early as the 1990s on furry newsgroups, where users joked about sharing Nutella-covered dog biscuits2. By 2002, discussions appeared on Low-Carber Forums debating its health value, and fan communities began treating it as more than just food2. The modern meme identity crystallized around 2008 when Nutella's official Facebook page launched, eventually accumulating over 17 million likes2.

How It Spread

Tumblr became the primary hub for Nutella devotion starting around 2010. Four single-topic blogs launched between August 2010 and 2012: All Things Nutella, Nutella Lovers Welcome, Nutella Every Day, and Fuck Yeah Nutella2. The spread also had hipster-themed blogs like "Nutella Hipster" and "Hipsters Eat Nutella" that connected the product to that subculture78. A dedicated subreddit launched in September 2010 and accumulated several hundred subscribers2.

The brand attracted mainstream attention in February 2011 when a California mother filed a class action lawsuit against Ferrero USA, claiming the company deceptively marketed Nutella as a healthy breakfast food when it was actually 70% sugar and saturated fat2. The lawsuit settlement in April 2012 required Ferrero to pay $3 million and up to $20 per person to purchasers from 2008-20122. The legal drama became meme fodder itself, with users joking about the obvious nature of chocolate spread not being health food.

In January 2018, Nutella re-entered viral conversation when French supermarket chain Intermarché offered 70% discounts on Nutella jars. Videos of shoppers shoving and fighting over the discounted spread spread internationally on Twitter, becoming a commentary on both French culture and consumer behavior4. The footage accumulated widespread attention as users added commentary about the intensity of Nutella devotion.

Timeline

1964

Ferrero renames Supercrema Gianduja to Nutella for European market expansion

2005-07

First Urban Dictionary definition for Nutella appears, misattributing it as French

2008-07-28

Nutella creates official Facebook page, eventually reaching 17 million likes

2010-08

First Nutella-dedicated Tumblr blogs launch, including All Things Nutella and Fuck Yeah Nutella

2010-09

Nutella subreddit established on Reddit

2011-02

California mother files class action lawsuit against Ferrero for false advertising

2012-04

Ferrero settles lawsuit for $3 million, pays up to $20 per affected purchaser

2018-01-25

Videos of French shoppers fighting over discounted Nutella at Intermarché go viral on Twitter

How to Use This Meme

Nutella memes typically involve: declaring Nutella superior to relationships or life necessities, joking about unhealthy consumption habits, or using Nutella appreciation as a personality trait. The tone is usually hyperbolic and self-aware. Common formats include confession-style posts about eating entire jars, comparison memes ranking Nutella above other foods or even people, and reaction images expressing extreme emotion toward the spread.

Frequently Asked Questions